DEWmocracy

WE! were ecstatic when Mountain Dew, who has been with us on a digital and social retainer since 2012, tasked us to launch a refreshing change in the local market.

The client wanted to launch not just one but two never-seen-before-in-Asia Mountain Dew flavours with an added challenge: By the end of the campaign, only one of them will join the local market with the Original Dew.

With that, WE! launched a 360 campaign including digital, social, print and outdoor advertising collaterals, and also planned on-ground activation around a voting based idea called DEWmocracy. WE! engaged fans from social to face-to-face and got them to support their preferred flavour.

When the voting phase concluded, all creatives were refreshed to showcase and celebrate the winning flavour. Additional media was also bought at Dhoby Ghaut MRT station’s mega pillars to feature Mountain Dew’s Pitch Black – the flavour that was chosen by the fans themselves.